Quantitative data and algorithms are becoming more common for persona creation, but it is not clear to which extent this data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and/or violate user rights. In this conceptual work, led by Joni Salminen, we use Gillespie’s framework of algorithmic ethics […]
The Ethics of Data-Driven Personas Read More »
User perceptions of personas affect the adoption of personas for decision-making in real organizations. To investigate how experience affects the way an individual perceives a persona, in research led by Joni Salminen, we conduct an experimental study with individuals less and more experienced with personas. Quantitative results show that previous experience increases several important perceptions, including
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The competitiveness of the video game market has increased the need for understanding players as individuals. In research led by Joni Salminen, we generate player personas from survey data of 15,402 players’ 195,158 stated game preferences from 130,495 game titles using the methodology of automatic persona generation.
Designing Prototype Player Personas from Game Preference Surveys Read More »
Personas are a well-known technique in human-computer interaction. However, there is a lack of rigorous empirical research evaluating personas relative to other methods. In this 34-participant experiment, my colleagues and I compare a persona system and an analytics system, both using identical user data, for efficiency and effectiveness for a user identification task. Results show
The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed. ——– If you ever thought how the APG system assigns a name to a data-driven persona, you’ve come to the right place. Since personas are representations of a typical user segment for a product’s current customer base, the persona needs a
How APG Assigns a Name to a Data-Driven Persona Read More »
Congrats to the APG Team for a CHI 2020 Best Paper & Honourable Mention research paper award! The SIGCHI “Best of CHI” awards honour exceptional submissions to SIGCHI sponsored conferences. 125 papers received Honourable Mention (top 5% of submissions) of more than 3,000 submissions. The research article from the APG team is: Salminen, J., Jung,
CHI 2020 Best Papers & Honourable Mention for Persona Research Read More »
In research led by Joni Salminen, we investigate the existence of demographic bias in automatically generated personas by producing personas from YouTube Analytics data. Despite the intended objectivity of the methodology, we find elements of bias in the data-driven personas. The bias is highest when doing an exact match comparison, and the bias decreases when
Can Your Personas be Biased? Read More »
